Cambridge Business Association
The Buying Brain
Book

The Buying Brain

Secrets for Selling to the Subconscious Mind

A. K. Pradeep
Wiley, 2010
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Neuromarketer A.K. Pradeep explains how recent advances in brain monitoring capabilities, digital technologies and computing power enable scientists to delve deeply into the workings of the human brain. These discoveries pave the way for neuromarketing, which harnesses this new data to develop and market products that resonate with consumers. Pradeep provides an overview of the brain’s workings and of advances in neurotesting and neuromarketing that enable marketers to appeal directly to your thoughts and feelings. Though his promotion of his neuromarketing firm distracts from his insights, getAbstract recommends this comprehensive work to product developers, designers and marketers seeking insights into the emerging field of neuromarketing.

Summary

“Neuromarketing”

The conscious brain processes only 40 of the 11 million bits of information your senses provide your brain every second. The subconscious processes the other 99.999%. Traditional market research methods often fall short because people are unaware of the reasons behind their choices. People sitting in focus groups or taking surveys can’t reveal – because they don’t know – the basis for their decisions. By providing accurate data, neuromarketing offers a competitive edge.

You can improve every business, advertising, marketing, design and product development activity with the knowledge neuroscience provides. Electroencephalography (EEG), the basic technology for neuromarketing, dates to the 1920s. Advances in transistors, microprocessors and digital technology improve scientific analysis of brain wave activity. Neurological testing requires smaller sample sizes than traditional research methods, because while small differences exist between female and male and young and old brain activity, human brains are basically alike.

Electroencephalography captures the minute electrical signals the brain emits during activity, as measured by having subjects...

About the Author

Dr. A.K. Pradeep is founder and CEO of NeuroFocus Inc., a neuromarketing consultancy.

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